11 steps to a LinkedIn profile that works for you

Your LinkedIn profile is your digital shopfront. When a prospect, potential employer, or partner looks you up, your profile is usually the first thing they see. Getting it right doesn't take long, but it makes a real difference in how people perceive you.

Here are 11 steps to turn your profile into something that works for you, not just a digital CV gathering dust.

1. Write a headline that earns clicks

Your headline is the first thing people see in search results, comments, and connection requests. The default is your job title, but that's a missed opportunity.

Instead of "Partner at ABC Accountants", try "Helping Belgian SMBs simplify tax compliance | Partner at ABC Accountants". The difference: one tells people what you do for them, the other just states your role.

Keep it under 120 characters so it displays fully on mobile. Include terms your target audience might search for: your specialism, your industry, the problems you solve. LinkedIn prioritises headlines in search results, so the right keywords make you easier to find.

2. Choose a profile photo that builds trust

Profiles with a photo get significantly more views than those without. Choose a clear, well-lit headshot showing your face and shoulders. Smile. Look approachable. Skip the sunglasses, group photos, or logos.

Your face should fill roughly 60% of the frame. A professional photo helps, but a well-lit smartphone photo in front of a clean background works too. The goal is to look like someone your audience would want to have a conversation with.

3. Add a cover photo that reinforces your brand

The cover photo is a valuable space most professionals leave blank. Use it to communicate what you stand for: your company's mission, a current campaign, or a simple tagline.

A consultant might use a branded graphic with their core message. A recruiter could highlight their firm's values. An accountant might showcase a recent award or certification. Keep the design clean and professional. The recommended size is 1584x396 pixels, but keep vital elements centred since the sides get trimmed on some devices.

4. Personalise your LinkedIn URL

Your default LinkedIn URL includes random numbers. Personalise it to something clean: linkedin.com/in/yourname. If your name is common, add your specialism or location: linkedin.com/in/jandevriesconsultant.

A clean URL looks better on business cards, email signatures, and proposals. Change it under "Edit public profile & URL" in your settings.

5. Fill out your contact information

Include your professional email address and a link to your website or portfolio. If you run an accounting firm, link to your services page. If you're a consultant, link to your booking page.

Keep your phone number optional based on your preference. The point is to make it easy for the right people to reach you outside LinkedIn.

6. Set your location

Many recruiters and prospects use location filters. If you're based in Ghent and don't list it, you won't show up when someone searches for professionals in your area.

LinkedIn also uses your location to curate your feed with locally relevant news, events, and job postings. Specify your country, region, and city. If you're open to remote work, mention it in your about section but still list your base location.

7. Write an about section that speaks to your audience

This is your opportunity to explain who you help and how. Don't list job titles. Tell your story.

Start with what drives you or the problem you solve. Then highlight key achievements with numbers. "Helped 40+ Belgian SMBs reduce their tax burden by an average of 15%" is far more compelling than "Experienced in tax advisory."

Keep paragraphs short. Write in first person. Be direct about what you offer and who it's for.

8. Detail your work experience with results

Add your current role plus at least two previous positions. Focus on achievements rather than responsibilities. Use action verbs: "led", "developed", "increased", "reduced".

"Led a team of 8 to deliver a digital transformation project 2 months ahead of schedule" tells a story. "Responsible for project management" doesn't.

Where possible, attach media: presentations, case studies, client testimonials, or project summaries. These bring your experience to life in a way text alone can't.

9. Add relevant skills and collect endorsements

Skills help LinkedIn match you with relevant searches. Add at least five, mixing broad skills ("consulting", "financial planning") with specific ones ("GDPR compliance", "social media strategy").

LinkedIn allows your connections to endorse your skills. These endorsements add credibility and improve your visibility in search. Don't be shy about asking trusted colleagues to endorse you for the skills that matter most.

10. Enable Creator Mode and key features

Creator Mode unlocks tools that make your profile work harder: LinkedIn Live, newsletters, a follow button instead of the default connect button, and the ability to add featured hashtags to your profile.

To enable it, go to your profile, scroll to "Resources", and toggle Creator Mode on.

While you're there, set up two more features. First, add a call-to-action link at the top of your profile — this can point to your website, a booking page, or a lead magnet. To add it, click the pencil icon on your profile and scroll to the custom link section. Second, enable the Services feature under the "Open to" button. This lets you showcase specific services you offer, making it easier for prospects to understand what you do at a glance.

11. Grow your connections with intent

Connections expand your reach and open opportunities. Start by syncing your address book with LinkedIn to find people you already know. Then send personalised invitations to people in your industry or target audience.

Quality matters more than quantity. Connecting with 50 relevant people in your sector is worth more than 500 random connections. When you send a request, add a short note explaining why you'd like to connect. "I saw your post on GDPR for SMBs and found it really useful" works better than a blank invitation.

Pro tip: if you have multiple professional email addresses, add them all when syncing. This helps LinkedIn find contacts from all your accounts.

How to sync contacts:

1. Click My Network at the top of LinkedIn.
2. Select Contacts under Manage my network on the left.
3. Click Manage synced contacts in the top-right.
4. Press Sync next to your preferred source.

These 11 steps give you a profile that's findable, credible, and built for the right conversations. It's not about perfection — it's about showing up clearly so the people you want to reach can find you and understand what you're about.